Celebrity or Influencer: Who’s the Better Choice?

Thanks to ever-evolving digital technology, reaching customers and connecting with them is faster and easier than ever. Today, relaying a message to both existing and potential customers is more cost-effective, more timely, and more results-driven.

One of the most popular ways of communicating credibility and increasing brand recognition is through brand endorsement. In fact, its power has remained unchanged through changing times. It harnesses the power of influence through a trustworthy, credible brand ambassador to ultimately benefit the bottom line. 

In recent years, social media has become more powerful, opening up doors to various forms of brand endorsements. While celebrities (with their huge following) have used social media to create more lifestyle-based promotions, influencers of different sizes have also used this platform to help up-and-coming brands gain traction.

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Celebrity vs. Influencer? Pros & Cons

“It’s not for all brands and businesses but using celebrity endorsers is still the fastest way to build widespread awareness and brand love,” shares Gregory Francis Banzon, EVP and COO of Century Pacific Food, Inc.

Meryl Adiel Hernandez, AVP for Corporate Relations and Impact of McDonald’s Philippines agrees, stating that celebrity endorsers have more reach with their presence in multimedia platforms, making it efficient for brands who target a broad audience.

Getting a celebrity endorsement has become a common practice or goal for many brands and it has been proven time and time again to be effective. However, due to celebrities’ fame (and steep rates), getting them as endorsers of a particular brand can be a huge investment. Also, since they are paid advertisements, sometimes, celebrity endorsements are viewed as a bit ingenuine or less authentic.

Maria Teresa “Matec” Villanueva, Director for Marketing and Communications of Ateneo de Manila University, meanwhile explained that social media influencers will work better for brands in the current digital environment because they are marketing creatures that naturally evolved from the digital space.

“Social media influencers often have a more personal and authentic connection with their audience. Their followers trust their recommendations as they perceive influencers as more relatable and authentic,” adds Janette Toral, E-Commerce Advocate, Digital Influencer, and Digital Leader of DigitalFilipino. 

Social media influencers can be considered the cost-effective way to have a brand ambassador and can sometimes be perceived as more authentic or relatable. However, there is a risk of so-called “influencer fraud” due to fake engagements/followers, making it challenging to identify genuine influencers.

Moreover, social media platforms frequently update algorithms and can impact influencer reach, therefore affecting the overall marketing strategy. 

Which is right for YOU?

As business owners, getting a brand ambassador is achievable now more than ever. But how can you decide which one is right for you? Here are some questions to ask yourself: 

1| What image do you want your brand to achieve? Which customers should you talk to?

This will help you find the right person that reflects your brand’s image and can be relatable to your target customers. Choosing the best person will strengthen your brand position, pull in more customers, and benefit your bottom line.

2| How much budget are you open to spending?

This one will help you evaluate your spending capacity and therefore narrow down your options. With a deep pool of celebrities and influencers, any budget range could be feasible.

3| Do you have a marketing team and strategy in place?

This will guide you in launching a marketing program. You don’t have to make a one-time big-time launch. Whether getting a celebrity or social media influencer, make sure that you have concrete pre- and post-marketing activities planned cohesively. 

4| Will your store experience delight the customer?

Once brand endorsers bring in the traffic, you have to ensure that your store/s is/are ready to serve the customers because they eventually return and become repeat customers especially after having a great experience with you.

The Great Debate

The discussion of Celebrity vs. Influencer can lead to different conclusions and can quite honestly be cause for debates. 

On September 2, you will hear more exciting insights from top brand strategists during “The Great Debate Forum: Celebrity Endorsers or Social Media Influencers, Which is Better for Your Brand?” happening at the Franchise Asia International Franchise Conference, SMX Convention Center Manila.

Now is the best time to discover which strategy is right for your brand. To learn more about the Conference or to register as a participant, you may go here.

Sam Christopher Lim is the Chairman of the Philippine Franchise Association; CEO of Francorp Philippines; Co-author of 12 Strategies for Franchising; President of U-Franchise Sales & Management; and Chairman of ActionCOACH Philippines.